In 2016 we wanted to let Sneakerheads know Nike.com was the freshest place to get exclusive drops.
With no budget for live action, we decided to get down and dirty into stock archives to announce a mysterious shoe box dropping to earth. Resulting in a series of films with an irreverent play on sneaker-head culture, which these days is more cult-like than actual cults.
Directed by Chris Boyle
After the films announced the sneakerbox falling to earth, we made a real one "crash" into a popular square in Stockholm. Via the box sneakerheads got access to a secret page on Nike.com with an exclusive sneaker collection.
A custom SNKRS van would then pull up with your fresh new kicks. We sold out in minutes.